Auto aftermarket retailers still view their industry as a primarily male-dominated market, and it is. Remember, though, that over half of the vehicles bought today in the United States are purchased by women, and that women are largely responsible for maintaining their vehicles. Women also buy a lot of gifts for male friends and relatives.

In short, women make up a huge part of the population and it’s one that auto aftermarket retailers can’t afford to ignore.

When it comes to car repairs, it’s true that women are still less likely to be do-it-yourselfers compared to men. But there are a large number of auto accessories, auto parts and auto-related products that women are likely to buy on their own — if they can find the products they want easily and get some extra service when its needed.

Think about it. Women as well as men need or want floor mats, seat covers, car covers, windshield wiper fluid, windshield wiper blades and antifreeze.

Sell Products With Appeal

Some products are particularly appealing to women. These include safety items, such as flares, emergency roadside kits, flashlights and booster cables.

The other type of products sure to catch the eye of female customers are that fall into the category of “travel, comfort and convenience.” These include cell phone accessories and the growing list of car organizers. There are organizers for the visor, organizers for CDs or tapes, organizers that go over the back seat where maps or the kids’ hats and gloves can be stored and organizers for holding groceries in the trunk.

Some women do perform “hands-on” vehicle maintenance themselves, either because they want to or they need to out of economic necessity. They will be interested in buying oil, air filters or waxes and polishes.

Before you stock up on products that appeal to women, think about how you’ll entice them to shop at your store.

Certainly, advertise products that appeal to women. When you can, show active, competent women in your ads. Advertise in publications that have a good female readership, organize target mailings to women and place flyers at other businesses that cater to women.

Another great way to get your name before this lucrative group of potential customers is by sponsoring local charitable events that benefit women or children causes.

If you think you can get enough participants, consider holding seminars where women can learn from an expert how to perform basic vehicle maintenance procedures such as checking the oil and the air pressure in their tires.

Make Your Store Female-Friendly

But that isn’t enough to draw and keep women customers. Consider whether or not women will like your store once you get them there. In other words, ask yourself if your store is female-friendly.

Women, for instance, favor a store that’s clean. Look around to see if there’s a layer of grime on the floor, if counters are smeared with oil and grease, if your staff looks sloppy, the bathroom is filthy and the products on the shelves are dusty and dull.

To be appealing to women customers, the floors and counter tops should be clean. The bathrooms must be spotless, well stocked and the door locks in good working order. The personnel should have a neat, professional appearance.

Products on the shelves or in special displays should all be sparkling, neatly organized and well labeled. Signage should be attractive and easy to read. The price of each and every product must be easy to find.

Remember, women as well as men today have very busy schedules. They can’t waste time searching through an inefficiently organized store for what they need. If they can’t readily find the product they want and its price, they may pass it up rather than take the time to ask a clerk where it is and how much it costs.

Light the Way

Lighting is another important factor to consider. Your store needs to be well lit if you want your women customers to be comfortable. That’s because women, surveys show, are fearful of dimly lit areas. They also don’t like narrow, dead-end aisles, which make them feel trapped. Women don’t like high shelving, and may forgo products they can’t easily reach rather than ask for someone to get it for them.

Good service is imperative if you want to women customers to return to your store.

Start by making sure that your staff doesn’t have the “It’s over there” syndrome. You know. A customer comes in the door, asks where a product is located and your clerk points and says, “It’s over there. ” The clerk might as well say, “I don’t want to be bothered. Go find it yourself.”

To win over female customers, make sure they receive a warm hello when they come in the door. A clerk should make a point of politely asking if the customer needs help finding a product. If she does, the clerk should get out from behind the counter and show the customer where the product is located.

Keep in mind that women customers may not be as familiar with auto aftermarket products as they are with the produce at the local grocery store, the clothing at Macy’s or the office products at the local Office Depot. Women will greatly appreciate the store that helps her find the set of mats that fits her make a model vehicle or show her how to find the touchup car paint that matches her car.

At the same time, the staff should take care not to talk down to women customers, particularly those inquiring about mechanical issues. Women customers should be asked if they are familiar with the product they’re looking for, if they need more information or, when appropriate, if they would like to hear about alternative products. Your staff should talk to women in ways that build confidence in their ability to maintain their own vehicles.

Provide Service Extras

To really impress female customers, go the extra mile when it comes to providing service.

Make sure a clerk offers to carry heavy objects, such as a case of oil or those new floor mats, out to the car. If the purchase is windshield wiper blades, offer to install them. If the product is windshield wiper fluid, offer to pour it in.